Academic Profile

Academic Profile

Prof May Oo Lwin

Associate Dean (Special Projects), College of Humanities, Arts & Social Sciences
Professor, Wee Kim Wee School of Communication and Information
Associate Dean (Special Projects), College of Humanities, Arts and Social Sciences
Director, University Scholars Programme

Prof May Oo Lwin

May O. Lwin, Professor of the Wee Kim Wee School of Communication, is the Associate Dean (Special Projects) of the College of Humanities, Arts and Social Sciences and Director of NTU University Scholars Programme.

Professor Lwin’s research projects involve the design, utilization and assessment of digitally mediated health communication systems to improve public health. Her research on digital technology use in promoting physical activity and nutrition education amongst children and families are being piloted in numerous schools in Singapore while her work on mobile media use for infectious diseases aids health workers in hospitals in Singapore and in Sri Lanka. She has done substantial research in health communication, cyber-wellness, advertising and public relations, and sensory communication in marketing communication contexts. For her outstanding work, she has received numerous important accolades, such as the prestigious Fulbright ASEAN Scholar 2015 Award, Ogilvy Foundation International Award for Academic Leadership 2014 and numerous other grants and awards.
Research Interests
May O. Lwin's research interests are mainly in the areas of strategic communication and health communication. In particular, in the area of health, she examines how digital communication can influence food intake, exercise, and communicable diseases and cardiovascular health. Her research in the area of cyberwellness looks at how family and parental communication influences children and adolescents' user behavior. In the area of sensory marketing, she has conducted research on scents, auditory factors and culture-specific symbolism in advertising. She has co-authored a number of marketing books and book chapters, including the best-selling Clueless Series (includes titles like Clueless in Advertising and Clueless in Marketing Communications) and a leading textbook for Asia, Principles and Effective IMC Practice.
Current Projects
  • 'Preventing obesity-related diseases from young: Evaluating the longitudinal impact of multimedia intervention in promoting self-regulation of calorie consumption in children
  • A Baseline, Cross-Sectional and Intervention Study Investigating Individual, Cultural and Organisational Factors Influencing Ownership of Workplace Health and Safety Leading to a Mindset Change and Actions.
  • A Model of Value Development and Health Consumption amongst Young Asians
  • A Student Population Response To A Mobile-Based InterventionFor Communicable Diseases
  • A Time Based Assessment of Children’s Advertising Guidelines on Child Food Consumption and Preferences in Singapore
  • A population-level study of vaccine attitude, acceptance, and uptake in Singapore
  • A student population response to a mobile-based intervention for communicable diseases
  • AGameF: Design and Development of an Intergenerational Digitally Mediated Fitness Game for Elderly Users
  • An Evaluation of the Impact of Visual and Social Category Cues on the Exercise Motivations and Behaviour of Overweight Children and Adults in the Virtual Environment
  • An Examination of the Usage and Understanding of Nutrition Labels and their Role in Health Promotion
  • An exploratory study on food preferences and effects of food advertising on children and parents in Singapore
  • BP Initiative @ Schools: Assessing the Extended and Longitudinal Effects of Knowledge Sharing and Measurement of Blood Pressure
  • Baseline study to gather information about pregnancy related knowledge and risk perceptions among potential mothers in Bangladesh
  • Breast Cancer Prevention as Social Behaviour: Integrating Intentional and Social Intervention to Motivate Breast Cancer Detection of Chinese Women
  • Caregivers Circle
  • Consumers' implicit and explicit responses to sensory cues in alternate protein foods: A cross-cultural investiqation
  • Developing Intercultural Competent Exchange Students (DICES) : Pilot study on inculcating 21st century skills for lifelong learning
  • Development and pilot testing of a community-based syndromic surveillance system (FluTac) for influenza and other acute respiratory infections in Singapore
  • Discovering the Cognitive and Neurological Basis of Cultural Competence
  • Effects of individuals' social psychological orientation and positioning of televised health message on viewers' food consumption behaviours
  • Effects of regulatory fit and message positioning of healthy food consumption advertisements on behavioural outcomes and message recall on television: Implications for message design in health campaigns
  • Efficacy Of Transmitting Hypertension And CardiovascularHealth Information, And Promoting BP Screening To ElderlyVia Youth Agents
  • Efficacy of Transmitting Hypertension and Cardiovascular Health Information, and Promoting BP Screening to Elderly via Youth Agents
  • EpiHack Colombo For Vector Borne Diseases And Dengue Surveillance In Sri Lanka
  • Epidemiology of Zika virus and other Aedes-borne Infections in Singapore
  • Examining doctor-patient communication in triadic versus dyadic medical interactions in geriatric clinics in Singapore
  • Examining the contextual influences shaping Asian youth's recycling behaviours
  • From avoidance to acceptance: Management of uncertain information of breast cancer and preventative screening
  • From avoidance to acceptance: Management of uncertain information of breast cancer and preventative screening
  • Future Health In Asia: A Multi-Country Study Of Health Information And Health Benefit Seeking Behaviours
  • GetFit: Examining The Roles Of Online Health Information Behaviors And EHealth Literacy On Filipinos” Dietary And Fitness Behaviors
  • H1N1: A Study in Health Communication
  • Health Literacy: The Household as an Unexplored Dimension
  • How Parenting Factors and Child Educational Environment Influence Children’s Online Risk-taking Behaviors: A Mixed Method Assessment
  • Impact of Digital Gaming Technology on Physical Activity and Obesity Related Behaviours
  • Incentive Scheme: Reverse Socialization - How Singaporean Youth Can Impart Cyber Knowledge and Skills to the Elderly
  • Influencing child food preferences : The impact of message framing & interactivity on efficacy and intention to concume fruits & vegetables
  • Leadership in Strategic & Health Communication Education
  • Media communication, online falsehoods and population responses surrounding the novel coronavirus disease crisis (COVID-19) in Singapore
  • Monitorg Seasonal/Pandemic Influenza Vaccine Effectiveness & Early Warning Syst For Outbreaks/Emerging Infectious Diseases Amg Healthcare Wkrs In Hospital Setting Via An Integrated Digital Syndromic & Diagnostic Surveillance Syst (Flumob)
  • Monitoring seasonal/pandemic influenza vaccine effiectiveness and early warning system for outbreaks or emerging infectious diseases amongst healthcare workers in a hosptial setting via an integrated digital syndromic and diagnostic surveillance system (Flumobile)
  • Moral cleansing and sensory effects among Asian consumers in the domain of food consumption
  • Nutrition and Food Choice Behaviours
  • Parental Communication And It's Influence On Child Eating Behaviors: A Qualitative And Quantitative Empirical Study
  • Parental Communication And It's Influence On Child EatingBehaviors: A Qualitative And Quantitative Empirical Study
  • Preparedness versus Paranoia: Media Exposure and Singaporeans’ Awareness and Responses to the Zika
  • Public Health Campaigns versus Food Advertising: A Model of Joint Interactive Effects on Attitudes and Behavioural Intentions towards Food Consumption in Singapore, China and USA
  • Public Practices and Misconceptions Surrounding Antimicrobial-Related Behaviors in Singapore
  • Public health communication in Sri Lanka: Understanding general beliefs, attitudes, intentions and behaviour towards civic engagement in infectious disease reporting
  • Redefining outcome probability in prospect theory:
  • Research Reserve Fund
  • Social Robots to Enhance the Interactivity of the BP Initiative @ Schools Program
  • Social and Health Communications and Issues
  • Sorry - but not sorry enough: Examining how apologies are uttered in times of crises
  • Sustainment, Development and Enhancement of a Mobile Surveillance System for Vector-Borne Diseases: Mo-Buzz+
  • The Proteus Effect versus Stereotype Threat : Motivation & Performance of overweight teenagers in a physical exercise video game
  • The impact of advertising and social media on Singapore adolescents' and youths' materialistism and unhealthy consumption behaviours: A multi-disciplinary approach
  • The role of socialization agents in adolescents' responses to mobile marketing: A consumer socialization perspective
  • post-doctoral fellow fund
Selected Publications
  • Lwin, M. O., Malik, S., Kang, V. B. T., & Chen, G. P. (2018). Disparities in the Impact of Community Hypertension Education Programme across Age, Gender, Race and Housing Type. Health Education Journal, in press.
  • Lwin, May O., Karthikayen, J. Sheldenkar, A. R. Wijayamuni, W. Prasad & Foo, S. (2017). Lessons from the Implementation of a Mobile Pandemic Surveillance System for Dengue. Journal of Medical Internet Research, 3(4).
  • Kim, H. K., & Lwin, M. O. (2017). Cultural effects on cancer prevention behaviors: Fatalistic cancer beliefs and risk optimism among Asians in Singapore. Health Communication, .
  • Lwin, May O., W. Shin, A. Yee & Wardoyo R. (2017). A parental health education model of children’s food consumption: influence on children’s attitudes, intention and consumption of healthy and unhealthy Foods. Journal of Health Communication, 22(5), 403-412.
  • May O Lwin, Santosh Vijaykumar, Schubert Foo, Owen Noel Newton Fernando, Chitra Panchapakesan, Prasad Wimalaratne. (2015). Social media-based civic engagement solutions for dengue prevention in Sri Lanka: results of receptivity assessment. Health Education Research, 31(1), 1-11.

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